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Macrotrends

The Democratization Of Sports

... Young fans aren’t satisfied with the status quo in terms of how sports are played and consumed, and they expect the industry to evolve based on their lead as the new sports authorities.The sports industry is on the verge of an overhaul, driven not by the leagues and teams that comprise the category, but by its young fans. Gen Ys and Zs are known for disrupting the status quo (as the taxi, hotel, and music categories can attest); they don’t do it consciously, rather the industries that refuse to ...

Sports Clubbing

... Young adults are mainly socializing around sports, regarding it as a more relevant and meaningful form of nightlife than many alternatives.As sports have grown from a lifestyle among those who love particular games to infiltrate nearly every part of popular culture, young people en masse are joining the party—literally—regarding sports as a key opportunity to let loose and obtain fulfilling social lives. Sports have always provided an occasion to celebrate, but increasingly, they’re ...

Game Of Life(style)

... The culture around sports has begun to supersede the game itself in terms of young fans' interest, revealing an opportunity for brands to tap into the unique lifestyle elements that each league presents.Increasingly, brands are finding that in order to attract young consumers and differentiate themselves from competitors, they need to put less focus on the products or services they offer and instead showcase the lifestyles that they represent. Sports are not immune to this youth-driven movement ...

(Pas)Sport

... Youth consider sports a key part of the travel experience, with many planning trips around watching and playing games, or aspiring to do so.Young generations crave local immersion when they travel, wanting to connect with the people, history, and lifestyle of a place, including getting a taste for the activities reflective of that region. To that end, they’re increasingly engaging with the sports culture when visiting a destination—both as spectators and participants—because ...

Sport The Look

... Branded athletic apparel and paraphernalia are poised to become the new athleisure as sports fans and non-fans alike increasingly embrace sports-related products.Recent years have seen a steady decline in conspicuous branding as youth continue to distance themselves from status symbols that overtly separate them from others. A community-oriented group, they’ve adopted a Debranded mindset, choosing logo-free goods and blank slate items that allow them to cultivate personal style without ...

Leagues Of Their Own

... Young generations are giving rise to nontraditional sports, broadening the industry and creating more entry points for engagement.Generations Y and Z are sparking a shift in the world of sports, widening the industry to encompass a larger array of games across more passion points and physical abilities. While older generations certainly had a range of sports to choose from, Ys’ and Zs’ generational characteristics, including their global-connectedness, open-mindedness, and digital-first outlook ...

Numbers Game

... The rise of in-game technology and data-driven performance metrics is changing both how sports are played and the way that young people engage in modern fandom.Across industries, data is gaining momentum as a powerful tool for driving decisions that, in the past, would have been based on unquantifiable factors, whether forecasting fashion trends, determining which ingredient will make a dish taste better, or even saving your love life. In sports, technology-driven data is emerging as a critical ...

Dream Team

... Fantasy sports are a relatively untapped arena for brands to connect with fans around their passion for sports and desire for active engagement.FanDuel and DraftKings have taken over the realm of daily fantasy sports in the U.S. and have expanded to the UK, and the pastime has permeated other aspects of culture. There has been a proliferation of blogs and podcasts around fantasy sports in recent years, and the comedic TV show The League ran for seven seasons on a plot based around a friend ...

Carrying The Torch

... about the Olympics, brands need to approach them from a different angle; looking at live viewership alone can be misleading—true for all sports in general, especially for young generations who lead digital-first lifestyles. Young consumers today know they don’t have to plan ahead for a day of sitting on their couch in front of the television, being fed commercial after commercial and forsaking all other plans in order to catch the games. A 15-year-old girl in one of our focus groups noted that ...